LG is continuing to push OLED TV technology with the announcement that it’ll be the first company in the world to ship 4K models. 65-inch and 77-inch 4K OLED sets will be available for pre-order in South Korea this week; the Associated Press reports that the smaller model will retail for 12 million won ($11,766) and ship in September, but it’s unclear when the larger set will go on sale or for how much. The TVs run on LG’s relaunched webOS platform.

LG Electronics Inc. announced two new giant OLED TVs with ultra-high definition screens Monday, sticking with its strategy of using the exceptionally expensive OLED display technology. The South Korean company said it will ship 65-inch OLED TVs starting September in South Korea, Europe and North America. A 77-inch model will hit shelves later this year. While major TV makers are pushing to make ultra HD TVs mainstream, they use LCD screens. The super-high resolution picture, also known as 4K, packs four times more pixels than regular HD televisions. Making ultra HD quality TVs with OLED screens remain costly. LG’s 65-inch model will cost 12 million won ($11,765). Other types of ultra HD televisions sell for less than $3,000. OLED features deeper color saturation and a sharper image quality than LCD. But for years, its cost and high production error rate prevented the technology from catching on among mainstream consumers.